Customer Focus Initiative Cautions and Warnings about Today

Customer Focus Initiative Cautions and Warnings about Today § § Defend rather than try to learn; blame rather than seek to understand Work the example and miss the point Attempt to fix what’s bad without using or supporting what’s good Think you have no stake, no influence, no responsibility, and thus no problem

Customer Focus Initiative Warnings about Service Culture Change § § It takes more time than you think It also takes much longer than you think It is never orderly and precise It will involve every senior leader in ways that can be awkward

Customer Focus Initiative Warnings about Culture Change § § It will have failures and successes Service quality may get worse before it gets better Some associates will never “get it” and will likely work against it Each culture change effort is custom; and, there is no precise blueprint

Customer Focus Initiative Characteristics of Customer Focus Cultures If you studied the companies that their customers’ today say are consistently customer-centric, what would you find?

Customer Focus Initiative Characteristics of Customer Focus Cultures § § Their motivation for a strong and enduring customer focus comes from more than simply an economic, financial or marketplace advantage They have a clear service vision that permeates the organization and is used as a touchstone for all plans and practices

Customer Focus Initiative Characteristics of Customer Focus Cultures § § They craft a distinctive “brandable” customer experience that flows out of their vision/values and is in sync with their total offering (across all customer touch points) They create customer metrics (including report cards) that reflect their customers’ definition of service excellence

Customer Focus Initiative Characteristics of Customer Focus Cultures § § They use broad based employee participation and over communication as key tools to learn, early warn, improve, and implement as well as foster employee buy-in They have selection, orientation and training processes that reflect a strong customer focus

Customer Focus Initiative Characteristics of Customer Focus Cultures § § Leadership demonstrates that a customer focus is crucial to the success of the organization Customer metrics are integrated into performance management, leadership accountabilities and incentives.

Customer Focus Initiative Characteristics of Customer Focus Cultures § § They thrive on continuous customer feedback and customer intelligence used to drive continuous improvement throughout the organization They have clear service standards throughout the organization designed to promote consistency among internal partnerships and excellence in internal service

Customer Focus Initiative Characteristics of Customer Focus Cultures § § They use well-practiced service recovery for customer intelligence and process improvement, not just for damage control at the front line Front line employees are empowered to solve most customer issues and are frequently affirmed for their service excellence

It Starts with a Service Vision What Does a Service Vision Do? § § It communicates your precise customer focus It identifies how you will be unique and distinguished in the eyes of customers It provides a tool for aligning energy and effort so customers enjoy consistency and reliability It serves as a grounding for service standards, measures, and practices

Performance Research Associates The service vision of Performance Research Associates, Inc. is to provide selected clients with relevant service wisdom they experience as incredibly empowering and surprisingly simple that is delivered through a valued partnership.

Marriott Lodging We will fulfill the obvious and subtle work, travel and leisure needs of our guests away from home by consistently providing a place they find comfortable, amenities they find valuable, and an experience they find positive and memorable.

Aurora Health. Care We are committed to setting the standards of excellence in our profession and our markets. Our innovative technology and progressive attitude attract patients, staff and physicians. Our personalized care and service insure they return and recommend us to others.

Victoria’s Secret Catalogue Victoria’s Secret Stores Relationships with our clients are intimate, loyal and respectful. We will always provide a pampering and indulgent shopping experience that is absolutely dedicated to legendary client service, urgency, passion and results.

The Ritz-Carlton Credo “We are ladies and gentlemen serving ladies and gentlemen” We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed yet refined ambience. The Ritz -Carlton experience enlivens the senses, instills well-being and fulfills even the unexpressed wishes and needs of our guests.

BROOKFIELD DEVELOPMENT Committed to being a Place of Service Our tenants are our partners. We plan, think, anticipate and act “in our tenants’ shoes” seeking features and actions they find valuable even before they are requested. If we are successful our tenants will enthusiastically endorse Brookfield as their “last landlord. ”

MBNA Corporation We pledge to provide the Customer the finest products backed by consistently top-quality service. We will treat the Customer the way we expect to be treated—putting the Customer first every day—and really meaning it. We will strive to be the best—as leaders in innovation, efficiency and Customer focus.

Questions to Help You Communicate Your Personal Service Vision for Pegasus § § § What are the Pegasus assets you want to retain and/or strengthen? What is the emotion you want customers to feel when they think about Pegasus? When customers enthusiastically speak about Pegasus to others, what phrases would you most like to hear?

Questions to Help You Communicate Your Personal Service Vision § It’s 2006 and Pegasus has gained a reputation for being a superior customer focused company. A seven-year old neighbor asks you, “How come people like Pegasus so much? ” How would you like to be able to answer this question? § It’s 2006 and Pegasus has been recognized by the industry as tops in customer focus. What is it about Pegasus’ customer focus (visible to the outside world) that accounts for this important recognition?

Customer Focus Initiative Creating a Customer Focus Culture § § A rough “back of the envelope” framework without timelines An approximation, based on experience of others A starting place based on your goals and the initial assessment A tool for discussion, exploration and alteration

Customer Focus Initiative Creating a Customer Focus Culture REFINE Discovering REPAIR Improving ASSESS Learning FOCUS Grounding Direction Knowledge Quality Invention

Customer Focus Initiative Creating a Customer Focus Culture

FOCUS Customer Focus Initiative Creating a Customer Focus Culture § § Grounding Direction Conduct Customer, Culture and Employee Research Craft and Communicate Customer Focus Strategy and Vision Gain Employee Understanding of and Commitment to Vision Identify/Eliminate/Incapacitate Barriers to Strategy and Vision

FOCUS Customer Focus Initiative Creating a Customer Focus Culture § § Grounding Direction Develop Customer Focus Accountability Methods for Leadership Insure Selection, Orientation and Training Support Vision Begin Service Quality Peer Review Process for Partnering Begin Customer Service Standards Development System wide

ASSESS Customer Focus Initiative Learning Knowledge Creating a Customer Focus Culture § § Elevate customer report card to “driver” status Use service recovery tools for customer intelligence Craft/communicate/use real-time feedback tools system wide Intensify senior leadership’s live assessment of customer focus

ASSESS Customer Focus Initiative Learning Knowledge Creating a Customer Focus Culture § § Craft leadership process for reviewing & using customer intelligence/feedback Begin system wide cycles of service training and develop processes for interunit review/improvement Begin focus on affirmation methods Implement performance management & compensation systems to reflect a customer focus

REPAIR Customer Focus Initiative Creating a Customer Focus Culture § § Improving Quality Intensify focus and train organization on service recovery Develop tools and guidelines for responsible freedom (empowerment) Formalize service improvement process Design a system wide renewal effort to deal with “the wall”

REPAIR Customer Focus Initiative Creating a Customer Focus Culture § § Improving Quality Develop processes for complaint analysis/breakdown trends Revamp customer intelligence communication systems for early warning and rapid repair Institute training on quality tools and methods to eliminate negative variances Improve inter-unit interfaces

REFINE Customer Focus Initiative Creating a Customer Focus Culture § § Discovering Invention Develop ways to surface, reward and recognize innovation Create a cadre of rotating, internal service quality consultants Include residents in service reinvention process Train leaders in leading a creative work environment

REFINE Customer Focus Initiative Discovering Creating a Customer Focus Culture Invention § § Develop ways to expand community connections Create service standards for vendors and suppliers Institute training in lean thinking to eliminate unnecessary waste Begin using customer focus as a part of marketing/advertising

Service Success is a Journey, Not a Destination